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August 9 2022 1:58 AM ˚
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Amina Muaddi : The Jordanian-Romanian designer redefining footwear

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(Photos: Amina Muaddi’s Instagram)
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Over the past couple of years, there has been a new prevalent name in the fashion world: Amina Muaddi.

The Jordanian-Romanian footwear designer has had a rapid ascend to fame, causing a stir in the industry since launching her eponymous brand in 2018.اضافة اعلان

With a Jordanian father and a Romanian mother, Muaddi’s interest in fashion was piqued during her formative years in both countries. As with many fashion obsessives, Muaddi knew she wanted to work in the fashion industry from age nine, drawing great inspiration from her mother’s elegant fashion sense.

In order to prepare for a career in fashion, she moved to Italy at 16 to complete her high school education before studying at the European Institute of Design in Milan. With a specific interest in shoes, she later moved to Venice to study and learn from the master shoe craftsmen of the area.

Muaddi has brought an expert level of innovation to the world of footwear design, mixing contemporary fabrics such as translucent colored PVC with embellishment aspects more akin to the Baroque period; her designs are unique yet wearable. While her distinctive design style is what gained Muaddi her numerous accolades, she arguably drew attention for her trademark heel style — consisting of an innovative yet attractively utilitarian flared base, funneling up into a classic stiletto.

Mainstream fashion retailers have sought to emulate Muaddi’s designs, with wide-based stiletto heels being seen throughout the local malls. If you have recently paid a visit to shops such as Zara or Mango, you will notice the flared heel’s wider prevalence.

It is not difficult to see why Muaddi’s designs have gained such a cult following; in a world in which fashion lovers often must compromise their comfort or confidence to adhere to the latest trends and styles on the market, Muaddi’s shoes are designed to complement the way a woman feels.

Every shoe is created with the wearer in mind, imbuing them with a sense of empowerment, confidence, and elegance. Muaddi herself has highlighted that her sole desire is to make women feel good, focusing equally on the design of the shoe and the wearer.

Shoes and handbags have long been adored by women worldwide; from Cinderella to Carrie Bradshaw, the shoe has often played a pivotal role in the lives and stories of women. Shoes are often transformative for the wearer, instilling new levels of confidence and individuality, being an accessory unrelated to body image or size.

Throughout history, shoes have denoted a person’s wealth, political inclination, and tastes — transcending their primary practical uses to convey personality and culture while being established as an essential part of every fashion enthusiast’s education and wardrobe.

Interestingly, the love of shoes is not solely a cultural one, the purchasing and owning of new shoes also stimulates chemical responses in the body.

While speaking to Cosmopolitan Magazine, Fortune 100 branding expert Martin Lindstrom provided insight into the chemical effects of buying shoes. He explained that the “happy chemical” dopamine is released when we try on clothing and accessories, increasing in level until we swipe our debit card — except in the case of shoes. He further elaborated, “Shoppers rationalize shoes as a practical buy — something they can wear multiple times a week — so they hold on to that pleasurable feeling longer”.

He also highlighted that shoe purchasing stimulates the prefrontal cortex of the brain, also known as the “collecting spot”, driving shoe lovers to develop their collections while receiving an adrenaline rush in the process.

Muaddi has undoubtedly capitalized upon the collector’s nature with her designs and collaborations, releasing collections in tandem with Rihanna’s brand Fenty, and classic lingerie retailer Wolford. Each collection released by Muaddi has drawn upon a breadth of historical references; her diamond brooch-like embellishments hark back to the opulence of the 18th Century French court, whereas her usage of white PVC mega-heels provides a strong reminder of the 70s.

In a world of fast fashion and rapid turnover, her unique designs and expert manufacturing techniques distinguish Muaddi from the average shoe retailer, ensuring her designs will last for generations. Drawing influence from her international upbringing and early dedication to fashion, Muaddi will likely keep distinguishing herself from the crowd, continuing to grow in popularity.

Without access to luxury fashion and working on a lower budget, it can sometimes be hard to experience the indulgence of expertly crafted accessories such as those designed by Muaddi.

As someone who has always sort to work in fashion, a pair of Amina Muaddi shoes is certainly an aspirational purchase to be enjoyed at some point in the future. However, for now, I will have to make do with a pair of Zara heels that pay homage to her brand.


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